Marvel-lous: Disney wins naming rights to Melbourne's Etihad Stadium

Disney's rebranding of Melbourne's Etihad Stadium as Marvel Stadium will not "shove things down people's throats", the venue's chief said as he vowed to enhance the experience for punters rather than overwhelm them with branding.

It was announced on Thursday morning Etihad Stadium will be renamed Marvel Stadium in a new partnership with The Walt Disney Company Australia.

The stadium, located in Docklands, will be known as Marvel Stadium from September 1 in an eight-year agreement between Melbourne Stadiums Limited and Disney.

In a statement on Thursday morning, Melbourne Stadiums Limited CEO Michael Green said the rebranding would see a Marvel retail store and other "activations" installed at the site to bring the characters to life.

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Etihad Stadium no more. From September 1, it will be known as Marvel Stadium.

“Marvel is a powerhouse in the entertainment industry and one of the most recognised brand names in the world. It is a brand dedicated to audience experiences, which firmly aligns with our vision to create incredible experiences for fans," Mr Green said.

“This partnership will allow us to take the stadium atmosphere to the next level and create memorable experiences for a vast array of audiences and we look forward to delivering a truly game-changing experience."

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Mr Green told 3AW Radio aspects of the stadium such as the gate numbering system will stay the same, but people arriving for events will see more street art and interactive, technological installations when they walk in.

"People will notice immediately from the first of September it is very much branded Marvel," he said.

Mr Green promised half-time entertainment at AFL matches would remain the same, though signage and advertising around the scoreboard could change.

The Marvel store will take up roughly 50 square metres.

"It's not a massive space but we are certainly working with them to look at how we develop that," he said.

Mr Green promised footy fans the rebranding would not "Americanise" the stadium.

"The core content is still what happens on the ground, we are not proposing to make any change to that at all ... it will still be very much an Australian product when you are here at the footy," he said.

"We think there's no downside to having a more immersive experience ... we are not going to shove things down people's throat. What happens on the ground is still the star of every event, we are trying to enhance the experience, not take it over."

A government spokesman said: "This is a matter for the AFL."

The multipurpose stadium, which has previously been known as Telstra Dome and Colonial Stadium, is the headquarters of the AFL. Etihad purchased the naming rights in 2009 but the partnership is set to end this year.

The first AFL match was played at the ground on March 9, 2000, between Essendon and Port Adelaide.

Kylie Watson-Wheeler, the senior vice president and managing director of The Walt Disney Company in Australia and New Zealand, said Australians were some of the biggest fans of the Marvel brand in the world.

“Marvel is known for epic storytelling with heart, action, humour and relatability. MSL’s Docklands Stadium has told its own compelling stories over time, via a vast array of sport and entertainment. It’s why this partnership is such a great fit," she said.